To do community operation, you need to have 3 kinds of thinking!

Community operation needs to start from these three dimensions: the first is to continuously increase the score; the second is the ladder-changing technique; the third is the dimensional thinking.

The first way of thinking: keep adding points

A story: A few soldiers got lost and couldn't find anything to eat. They came to a village and found that the villagers didn't give them anything to eat. They moved a few large stones together and said that they had a secret recipe that could make the most delicious stone soup.

Many villagers came to watch, so they told the villagers that they were short of water and asked who could contribute some water. Then some villagers brought water. They then continued to say that they also needed some salt and MSG, and some villagers brought these two things.

As more and more people gathered around, they asked the villagers to contribute more and more things, such as chicken and other delicacies. The stone soup cooked in this way was really delicious.

This story tells us that when we start building a community, we must make long-term plans and think about the benefits for everyone. Not everyone can drink stone soup, and there needs to be a threshold to enter.

The second way of thinking: ladder changing

A game: Give the players some toothpicks and ask them to knock on other people's doors and tell them, "We are playing a game. Can you help me change it for something bigger or better?"

So someone would take away his toothpick and give him a box of gum or an old newspaper.

So the man took the exchanged items and knocked on the next door, and exchanged them for a set of bowls and chopsticks.

Their caliber is to have something bigger or better.

One principle is to use what you have to exchange for something bigger or better. Through such an exchange, someone can exchange a toothpick for a villa or a good car in one night.

This ladder-changing thinking is very effective when used in the process of social media marketing.

For example, if a community is scored from 0 to 100, and the energy level of the community you are currently operating is 60 points, it is generally impossible for you to attract big names with a score of 90.

So you can only attract or exchange people with 65 points, who are willing to share their energy level with you.

If you find 10 people with a score of 65, the value of your community will be 650 points. If you then exchange with people with a score of 70, they will be willing to join your community.

If you want to change to a bigger and better ladder, you should do it step by step. Don't look for these big guys right at the beginning. They will not be willing to cooperate with you if they see that your level does not match.

The third way of thinking: attack from a higher dimension

If customers feel that the effects are similar in one dimension, the only option is to engage in a price war. I use two dimensions to fight against your one dimension, it will be difficult for you to defeat me.

Having only two dimensions is not enough. For example, you should also be a celebrity.

Competition in this dimension is very important. Sometimes it is not about looking at what your opponent does and then doing better than them. Instead, you should upgrade yourself to a higher dimension and specialize in the field that others lack or cannot do.

Many people are not successful in setting up social networks. They have established many groups, but many of them are blocked. What do you think is the reason?

When we build a community, one very important point is to first shape the value of the community you want to build .

People often join a group to gain more energy and information. Therefore, the successful operation of a group means that high energy attracts low-energy people.

This is a social law.

What you need to do is to shape your community from the perspective of energy and information. If your community has high energy and rich information, your group will attract many people.

After establishing such a group, what you need to do is set a threshold. Not everyone can join your community. Only those who meet your standards can come in.

When this person crosses your threshold and comes in, you can make a deal with him. After the transaction is completed, this person also brings his own energy and information.

If the value of your community is 10,000 points now, and the person who comes in now is 1,000 points, then your community will be 11,000 points. At this level of weight, you can attract people who are not at this level.

When such a person comes in, he has a stronger purpose and wants to get what he wants from this group. It is not dispensable, so he will value this group.

What are the tips or steps for operating a group?

To operate a group, you can’t just send a QR code and invite people to join the group . There are several steps:

The first step is to prepare the positioning of the group and prepare a lot of information for integration and collection based on the positioning of this group.

However, your community is not just about information. Some people go to the community for the founder or certain people.

The second step is to invite some people with whom you have a close relationship or who identify with you. You can invite some friends with high scores to join your community and shape the value of your community. In this way, your community will be like a prize and will attract many people.

In the third step, you can set the threshold. How to set the threshold?

• First, charge fees to filter out those who are waiting and watching. In addition, there can be some fees. The operation of the community still requires some fees, which is just right.
• Second, you can ask two or three recommenders to recommend you.
• Third, if you want to complete a task, such as posting information on your circle of friends, you need to stay for three days.

Doing a mission is like a letter of surrender. If you want to join, you have to do something and then you will cherish this opportunity.

Don't underestimate this threshold. The value of the threshold is very great. Some people feel that they cannot break through the psychological threshold of charging fees. If you cannot break through it, it means that you are guilty about the value of your own community and lack confidence.

For example, if you charge 10,000 yuan, but you provide others with products worth 100,000 yuan or 1 million yuan, by weighing the pros and cons over and over again, you will always be able to take the first step.

These three steps are the basic prerequisites for building a good community. In addition to these, what else should we focus on?

When you really start operating a group, one important step is to add some dimensions to your community.

Once the community is established, you need to reflect on whether your community has great value in itself. If it is not big, increase the value of the community.

Why do we emphasize dimensions? Because dimensional thinking is very important.

When you adopt this dimensional thinking, you will stop from time to time and think, "I now have several dimensions. I will not just stay on one dimension. No matter how hard I try, it will only be a tug-of-war competition."

So it is important to keep adding dimensions.

Increasing dimensions

The first dimension is to have a leader.

Since you want to form a community, you are the leader of your community. So when you are a leader, you have to do things that befit a leader.

There have been some comments and information that have discussed communities in this way, arguing that communities should be decentralized. I think this is wrong. Instead, communities should have a backbone and a soul figure. If you want to be your own star, you must stand out.

How do you stand out and make your presence felt every day? Just write articles.

What can I write every day?

You need to write the following things: First, industry news. These news can be found in other places, but most people are exposed to this information unconsciously. And you can understand the source of this information and provide this type of information to users in the group continuously.

Many people will ask, what can I write if I write one article every day?

As long as you want to write, you can write something different every day.

You can write personal interviews. You can interview bosses from various industries and have them spread your articles after being interviewed.

Second, write your opinions. Don’t worry about whether you have written them wrong. People will like you if you are flesh and blood and have your own joy.

Third, write your story, write an autobiography for your old self in advance, so that people will feel that you are a living person.

Fourth, write your reading notes, what books you have read and what inspiration the book has given you.

What does it mean to draw inferences about other situations from one example? What kind of knowledge point do you see? What phenomenon can this knowledge point explain? How will you apply these knowledge points?

You not only output value, but also leave others with the impression that you are good at learning.

Fifth, write down your whereabouts.

Sixth point, your theoretical system .

As you keep writing every day, you are constantly accumulating your potential energy. At the same time, others will be able to get to know you and understand you through the spread of your articles.

Many people ignore the relationship between the leader and the community. The greater the leader's potential energy, the more you can attract high-energy people. Then if you improve your score from 60 to 80 or 90, you can attract those with scores of 90 to join your community. Therefore, the community and the establishment of your personal brand complement each other.

The search for information and the persistence in writing articles for publicity require the ability of information management.

After a community is established, there will be discussions, consultations, resource sharing, experience sharing, etc. Among these, a very important step is knowledge management.

Knowledge Management in the Community

The role of knowledge management is very important. Many times, when you build a community, you are passing on knowledge and energy to others .

First, you need to gather this knowledge.

Second, process, store and share.

You can think of it as a cow eating grass.

After you find these grasses, you need to process them, chew them up, and turn them into something you can understand. Use part of them for your own growth, and share part of them with others.

In social marketing, knowledge management is particularly important.

What problems will arise if knowledge management is not done?

1. There is a lot of information, which is stored in different places, making it inconvenient to use.
2. If valuable information and experience are not retained, when encountering the same problem, you have to learn and implement the experience and methods again every time.
3. Once stored on the computer, it is difficult to retrieve the valuable experience after leaving the computer.
4. The team's tacit knowledge cannot be made explicit, and the employees' potential is not brought into play.
5. Newcomers join the company and don’t know where to start.
6. When employees leave, valuable experience is lost.

In community chats, many times, like a waterfall, we put the essence of everyone's participation in the discussion on the official account. This knowledge has been stored. This kind of knowledge management is very beneficial to the reputation and loyalty of your community.

If we have finished chatting, we have finished chatting. Now I have saved what we have talked about. If someone comes later and wants to know what you talked about before, you can share it with him. He will feel that he has gained a lot as soon as he joins the group.

No matter what kind of group you run, if you want to become a top expert in community operations in various fields, you need to do the following: create your own model.

Why is the model good?

Because models can simplify complex things, process simple things, and model process-oriented things.

After organizing the knowledge management stuff in this way, you can also publish a book.

If I hadn't organized the knowledge shared by experts in various fields at the time, it would be very difficult to organize it now.

One is whether everyone has time, and the other is whether his condition at that time can be fully presented now?

For example, we refined the details of how to organize offline gatherings and further refined them according to the characteristics of the gathering crowd, and made an offline gathering operation version 2.0.

How to make a contact list before a party, how to shout before a party, how to share online, how to meet offline, how to chat, how to do knowledge management, how to eat, how to do copywriting, how to divide the work, it has been very detailed.

If you watch it for half an hour, you can easily copy this model and organize a very high-quality offline gathering.

Diagnosis will be a very important activity to enhance community value and member satisfaction, and it needs to be done under specific conditions.

If you want to hold a diagnosis meeting, you have to grasp one principle, that is, there should be a relatively large gap between the diagnosing guest and the person being diagnosed. The person diagnosing should be much better than the person being diagnosed.

There are two types of diagnostic meetings: one is a severe diagnostic meeting, and the other is a mild diagnostic meeting.

1. The person being diagnosed should prepare a personal experience.
2. Have your business plan ready.
3. What problem do you most want to solve?

In a light diagnosis meeting, you need to submit a business plan and write an article listing your questions, and I will answer them. This is a new type of diagnosis.

It is best for a community to have its own sense of ritual. For example, welcoming new students is a ritual for a community and for new members.

If you do the ceremony well, your members will be very satisfied with you.

The most important thing for the operation of WeChat is to have professional personnel or teams to support it.

The key to the success of community operations is to package and describe our best side and then present it to our audience in a targeted manner, allowing them to perceive us, understand us, get in touch with us, become friends with us, and help us spread the word.

By setting the threshold in this way, WeChat groups can continue to develop healthily

Set thresholds to maintain the purity of group values.

My WeChat group used to be a free group. Anyone who was interested could be invited to join without any conditions. Later, in the process of managing the group, some drawbacks were discovered.

Some people only know how to ask for things. When their demands are not met, they will complain and show their dissatisfaction, which makes me feel tired and bored.

Later, I decisively set a threshold, upgrading from the original free service to a fee of 100 yuan.

This fee is very cheap compared to the value provided by the group.

And stricter requirements have been made for group rules. People who have not paid in the past can continue to stay in the group, but there is a condition, which is that they must provide value to the group, regardless of how big or small.

If you do not meet the conditions for three consecutive months, you will be deleted from the group. This effectively enhances the interaction and greatly improves the group activity.

When the threshold is set in this way, those who are unwilling to contribute will be filtered out, effectively maintaining the purity of the group's value.

The setting of the threshold will ultimately be determined based on the type of community you want to build. Next, I will analyze the threshold setting from the perspective of group type:

1. Product VIP member group

Recommended threshold: must have consumed the product and recognized the product (of course the merchant must be confident that the product is cost-effective), and negative energy customers should not be retained.

Obviously, the purpose of such WeChat groups is for merchants to gather consumers of their products into a membership group.

Its purpose is nothing more than: to provide customers with better benefits to keep them as repeat customers, to give priority to members in offering new product discounts, etc. It is a member welfare group. Potential customers can set up separate groups for management.

2. Resource exchange group

Recommended threshold: member recommendation, having projects or unique skills.

For example: boss groups from all walks of life, groups of self-employed persons in charge, orthopedic expert exchange groups, Internet celebrity show groups, etc.

These model WeChat groups should be formed by industry experts or top talents with resources and projects. Their members are mainly focused on communication and promoting cooperation, and they basically join by recommendation, and the recommendations must be reliable.

Then, as an Internet entrepreneur, you can also set up management recommendation communities to improve the quality of group members.

3. High-value service WeChat group

Recommended threshold: Fees, plus other necessary conditions.

If your WeChat group is of great value, then charging is the only best means. Charging can filter out higher quality users and people who are on the same wavelength and have high values.

Only charging can allow you to provide high-value services continuously

For example, a training group requires a lot of energy and resources to maintain the value of the group. Only charging fees can ensure the steady and continuous development of your advanced WeChat group, and make your WeChat group more and more famous step by step.

The threshold should be set according to the value that the WeChat group can provide.

1. Low threshold

For example, the member welfare group, because the group is just to gather fans together to facilitate the sending of some benefits, then anyone who has come to the store to consume can be qualified to join the group.

Or you can get the qualification to join the group just by forwarding the store information to your friends circle.

2. Advanced threshold

If the value provided by WeChat groups is great, then a high charging threshold can be set.

You can set a charging threshold of several hundred yuan to provide fans with value-for-money services.

In addition to being able to better serve paying fans, setting thresholds also has the advantage that only by paying will group members cherish and value it, and gain something from the group.

If I hadn't paid to get in, I believe I wouldn't have taken it so seriously.

Communities must have thresholds. Fans will not cherish communities without thresholds.

1. A community that charges a fee

For example, the annual fee is 199, 1,000 or 2,000 yuan, depending on the situation.

1. The form of doing tasks

For example, a food group requires a certain amount of food to be purchased before joining the group. In the parent-child park, you need to send a poster to the group before you can join the group, and keep it for three days. This form is to complete the task to join the group.

1. It is also possible to join the group yourself and introduce a partner to join the group

Setting thresholds can be determined based on the situation of your own community, but it is imperative to set thresholds in order to filter out people with different frequencies, allowing the community to be on the same frequency and develop healthily.

Targeted threshold setting

According to the type of community, it is divided into product-based communities, resource-based communities, and boss entrepreneurial communities, which require targeted threshold setting.

The core of community threshold filtering is to filter and attract people with the same frequency.

1. Product-based community:

Recommended threshold setting: users who have purchased and experienced the product, or the purchase amount reaches a certain amount

Note: Negative energy must be filtered out, a bad apple can spoil the whole barrel.

2. Resource communities:

Trust recommendations must be made by members of the group, with a sense of guarantee and joint responsibility;

Another suggestion is to be good at something, such as having your own unique skills;

3. Entrepreneurial community:

We are all entrepreneurs and have our own projects. We gather together to learn and make progress together, and to make connections and integrate resources. The threshold setting is recommended:

1) Fees + other benefits (such as submitting homework, learning experience, and sharing);

2) Another popular filtering method is to complete tasks: the most common one is to forward the content to friends circle and keep it for a certain period of time;

It proves that you have accumulated experience in some aspects. If everyone is not on the same wavelength, everyone will feel uncomfortable when they get together.

The methods and approaches of setting thresholds can be innovated, and the core of setting thresholds is to filter and attract people of the same frequency.

Source: Community Planet-CC